DayGlo Color Corp.'s products are hard not to notice.
And it wants to help its customers' products stand out, too.
DayGlo in Cleveland makes fluorescent pigments and resins — work it started in 1946. In recent years, the company has been working to transform itself, investing in updates and creating a cohesive brand, as reported in Crain's Cleveland Business.
DayGlo currently operates in four main markets: coatings, graphic arts, cosmetics and plastics. That's fairly comprehensive when it comes to a company based on color.
But where vice president of global sales and marketing Will Wooten said the company sees a chance to grow is by thinking of fluorescent color in a different way. Instead of using it in its "purest form," the company can use it to instead highlight more conventional color, Wooten said.
Fluorescent color "emits more light than it absorbs," Wooten said. Mixing fluorescent color with conventional would help a color "pop" more, he said. He sees opportunity in helping small companies in spaces like apparel or cosmetics stand out on the shelf.
Ultimately, the company and its products were already strong, Wooten said, but recent changes have been about taking DayGlo to its foundation and "systemically rebuilding it."
DayGlo has about 200 employees globally; it does not share annual revenue. Cathie McKinley was brought on as president in 2019 to help lead some of these changes.
A news release noted that DayGlo has expanded manufacturing capacity, grown its workforce by 7% and offered more training and development opportunities. It's also introduced new product lines that offer more sustainable products. Overall, the comprehensive changes have included everything from updates in manufacturing and procurement to research and development to a recent rebranding.
"The transformation at DayGlo began by looking at our customers, their markets and how we can support their businesses," McKinley said in the release. "Ultimately, we strive to be a company that's easy to work with, making us an ideal partner for future collaborations. This rebranding, much like our pigments, is dynamic and captures how our color is a catalyst to inspire and create new possibilities for ourselves and our customers."